By Dr. Ken Broda-Bahm:
Some great practical ideas for persuasion come from the field of marketing. To be sure, not all apply in legal settings, but marketing offers a laboratory where the practical aspects of human influence can be addressed in a situation that often carries high stakes and measurable results. I recently came across one marketing idea from Roger Dooley's Neuromarketing blog that provides a perfect way of explaining and differentiating the various forces at work in any persuasive situation. The idea is called "The Persuasion Slide," and it starts with the simple physics involved in an ordinary playground slide. Like a good trial metaphor or demonstrative exhibit, the illustration provides a simple and immediately meaningful way to understand a more complex process.
It is possible that practical persuaders' eyes might start to glaze over when they hear about "models" of persuasion. But this particular idea carries more than just theoretical benefit. It provides a practical way to identify and discuss the very real components of persuasion, and to be reminded of some influences that could otherwise be overlooked. In this post, I'll share Mr. Dooley's model and layer on my own ideas of what it suggests in a legal persuasion context.